Mobile payments are changing the game in MENA, offering millions of people access to financial services. As smartphones become more common, mobile payments are helping bridge the gap for people who previously lacked access to traditional banking.

This article explores the subscription-based campaigns market in this region, why running these campaigns is important, and how Smadex can help businesses succeed in this growing space.

Mobile payments are changing how people manage money in the MENA region, with countries like the UAE and Saudi Arabia leading the way. The fintech scene is growing fast, and mobile payments are becoming more popular. In Saudi Arabia, for example, the market hit USD 24.7 billion in 2024 and is expected to grow by 10.3% each year from 2025-2033, according to IMARC Group.

Direct Carrier Billing (DCB) is also in the spotlight, offering a way for people to pay using their mobile carrier accounts. This is especially helpful in places with low credit card usage, simplifying the purchase of digital content without the need for a bank account. For businesses, DCB can simplify payments, boost engagement, and help reach more customers.

While challenges like cybersecurity threats, regulatory complexities, and varying tech infrastructure remain in the MENA payments landscape, they also create opportunities for innovation. The future of mobile subscriptions and payments in MENA looks bright, with smartphone adoption and emerging technologies driving growth and opening new avenues for business engagement.

Here are our top 5 tips to keep in mind:

• Stay Updated: Mobile payment technology is constantly evolving. Stay on top of the latest trends and partner with the right experts to maximize growth opportunities.
  
• Know the Local Market: MENA is diverse, with each country having its own preferences and challenges. Tailor your mobile subscription campaigns to local needs and consumer behaviors to boost engagement and subscriber volume.
  
• Focus on Security: As mobile payments grow, security becomes even more crucial. Ensure your campaigns follow the latest safety standards and work with trusted partners like Smadex, which prioritizes transparency and brand safety.
  
• Leverage DCB: Direct Carrier Billing (DCB) is key in regions with low credit card usage. Use DCB to simplify transactions, reach new customers, and expand your mobile subscription campaigns without the need for a bank account.
• Monitor Performance: Use advanced targeting and real-time reporting tools to track your campaign’s performance. With insights from platforms like Smadex, you can make data-driven decisions and improve your campaign results across MENA.

Running mobile subscription campaigns in MENA is crucial due to the region’s diverse markets. Tailoring services to local preferences boosts user engagement and creates deeper connections across multiple countries. With mobile usage growing, mobile subscriptions offer opportunities for new revenue streams, such as subscriptions and premium content, that cater to regional needs.

Smadex uses advanced tools to target the right audiences, optimizing campaigns for the best results. From targeting to reporting, Smadex provides the insights needed to succeed. Additionally, Smadex tackles challenges like cybersecurity threats, regulatory compliance, and varying tech infrastructure to support growth across countries, including MENA.

Smadex provides transparency with real-time access to traffic, forecasts, and inventory. The team ensures brand safety, maximizes ARPU and LTV, and uses 350+ algorithms for precise targeting and accurate inventory forecasting across MENA.

Mobile payments are transforming financial inclusion across MENA, offering millions access to services that were once out of reach. By running tailored mobile subscription campaigns, businesses can tap into this rapidly growing market and bridge the gap for those without traditional banking options.

Smadex’s expertise in the region ensures your success. It helps navigate challenges, leverage emerging technologies like DCB, and optimize campaigns for maximum engagement and revenue.

Let Smadex help you navigate the dynamic MENA market and achieve your business goals!